Make Sense of Your Data — Without the Noise

I’m Tom Martin, and I help you understand web analytics with simple explanations, clear guides, and honest tool reviews.

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Web Analytics, Explained with Clarity

This site is built for marketers, developers, and business owners who want to understand their data without learning a new language.

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Blog

Step-by-step tutorials on GA4, GTM, and ecommerce tracking

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Wiki

A growing glossary of analytics terms — explained in plain English

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Comparisons of tools like Google Analytics, Matomo, and Plausible

👉 Questions You Actually Ask

Straightforward answers to real problems — no jargon, just clarity.

What is bounce?

A bounce is a session with only one pageview and no interaction.

Why use UTM?

UTM tags show where your traffic is really coming from.

What’s a funnel?

It’s a step-by-step path leading users to a goal.

GA4 or Plausible?

Plausible is simple and light; GA4 is powerful but complex.

What’s a conversion?

Any action that matters: click, signup, or purchase.

What My Clients Says

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Male 3

After just one consulting session, we restructured our tracking and saw exactly which campaigns were wasting budget. That one change boosted our ROI by 28% in two weeks

— Rafael G., Digital Marketing Manager

Female 3

I had no idea where to start with GA4 — Tom helped me set it up, connect GTM, and build events that actually made sense for my online store. I finally feel in control of my data.

— Jenna P., eCommerce Founder

Male 1

We didn’t even realize our funnel was broken. Tom helped us define proper goals and map the customer journey. Now our reports tell us exactly where we lose customers — and how to fix it.

— Samuel K., Head of UX at a Retail

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